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Sony FE 24-70mm F/2.8 Incoming? Digital Camera Sales Improving? | Daily Roundup

By Anthony Thurston on August 10th 2015

Welcome to our roundup series where we will hit on several gear news and rumor topics each day. This gives you a chance to get caught up on all of the day’s news and rumors in one place. Make sure to check back daily for the latest gear news, rumors and announcements.

Sony FE 24-70mm F/2.8 Incoming?


I believe that there was a fairly loud collective sigh when the initial Sony FE 24-70mm F/4 lens was announced. Since then, just about every Sony and wanna-be Sony shooter that I have talked to has expressed a desire for a 24-70mm F/2.8, and it appears that Sony may be gearing up to release one for use.

According to the latest rumor buzz, Sony has officially registered a 24-70mm FE GM lens in Russia. There is no F-number in the name of the lens, so the assumption that it is F/2.8 is just that, an assumption. I can’t imagine them releasing another 24-70mm F/4, and certainly they would not release a lens slower than that – leaving a 24-70mm F/2.8 as the most logical combination. But who knows, maybe Sony has something nutty up their sleeve like a 24-70mm F/2 or something.

I know a LOT of Sony A7II and A7R II users who will be very happy to hear this. As I mentioned above, this has been one of the most hotly requested lenses, beyond a 70-200mm F/2.8, and fast primes. I am curious though what the ‘GM’ in the lens name stands for.

I don’t recall seeing that in a Sony lens name before, which makes me wonder if there is some sort of new technology being debuted in this lens as well. At any rate, once a name is registered in Russia, typically it is officially announced within 4-6 weeks, so an announcement could come anytime now – stay tuned!

Digital Camera Sales Improve for First Time In Years


First it was Nikon, and now Olympus is announcing favorable financial data regarding their digital camera sales. In the case of Olympus, it was the first time – ever – that their digital camera business did not lose money overall.

That doesn’t mean that consumers are running out and buying digital cameras. More likely, it is a combination of companies having found the right mixture of low costs and pricing to even out their financials. But Nikon and Olympus are not alone in this, it appears to be a fairly common theme across the camera companies this quarter.

Some are wondering if this is the ‘bottom of the barrel’ so to speak for the camera market, where it will now plateau out and no longer drop head over feet every year. I have not seen enough data yet to come to that conclusion myself, but it would be a great sign. After all, once you hit the bottom, the only way to go is back up…

8 Days Left in Epic Speedlight Portraits Contest


There are only 8 days left in our Epic Speedlight Portraits Contest! We teamed up with Westcott to give away an awesome Apollo Orb to the winner, so get your gear out and show us what you’ve got!

You can see the current entries and enter yourself over on the contest page here.

What are your thoughts on today’s roundup? What news/rumors did we miss? What would you like to see covered in future roundups? Leave a comment below and let us know what you think!

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Anthony Thurston is a photographer based in the Salem, Oregon area specializing in Boudoir. He recently started a new project, Fiercely Boudoir to help support the growing boudoir community. Find him over on Instagram. You may also connect with him via Email.

Q&A Discussions

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  1. Stephen Jennings

    Cameras just don’t seem like the kinda industry that would see spectacular growth year of year anyways, right? For one, they last quite a long time, the only reason I ever buy new ones is increases in technology that deliver better images — which has really not been that dramatic since about 2011 or so? Lenses last even longer, but I’m more inclined to buy them (ahem, even if I don’t need them). I don’t really like Nikon and Canon (and now Sony) attempt to put a dslr in the hands of ever consumer they come across.. they strive for mass produced equipment to reach the largest number of consumers possible. I want quality over quantity, I’d prefer they raised the prices of cameras and lenses and made them to a better standard than shift production to China and deliver us plastic lenses. That’s not to say they aren’t improving though .. take the Nikkor 85mm 1.8, great lens, feels like a toy that might break if too much pressure is applied.. just my opinion anyways, damn corporate culture.

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    • Austin Swenson

      It is a company’s job to try and put their product in as many hands as they can get it in, just like a photographer wants to get as many paying clients as he/she can handle, and make as much money as possible. I don’t know about you, but making as much money as I could would be a great business model.

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  2. Austin Swenson

    My theory since they have come out with their full frame mirrorless cameras is that Sony wanted to attract a bunch of people with small, lightweight equipment, and bring the heavy stuff later, and it kind of seems evident with their original 35mm f2.8, then making a 35mmf1.4, or that each iteration of the A7 line keeps getting heavier.

    This may possibly happen, but of course it will be heavier, bulkier, and probably close to the A-mount version size when it comes out, ultimately killing off the need to buy the A-mount version 2 of the lens they just released not too far back… If I were to think about what they SHOULD put money into, it’s an adapter for A-mount that doesn’t lose the 1/3rd stop of light, and allows for ridiculous amount of AF points, it would open up to all old Sony and Minolta older glass and give everyone the functionality that they always grips about with the current adapter.

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    • Matthew Saville

      I think this is indeed true. A full-frame sensor is a full-frame sensor and the lenses required to fit that image circle aren’t going to get significantly smaller without a mirror, not when you include AF in-lens. Most of the tiny full-frame lenses out there are tiny because they are manual focus, rangefinder, (like Leica) or in-body AF SLR lenses. (like Pentax)

      When you compare the Sony FE lenses with their true equivalents from Canon and Nikon, they come out to be about the same, if not heavier.

      Sony knows that to properly resolve their higher megapixel sensors and still maintain generally great image quality, they’re going to have to make big lenses. I wouldn’t bat an eye if a FE Sony 24-70 2.8 was about as heavy as either the new Nikon 24-70 2.8 VR, or the Canon 24-70 2.8 mk2.

      There’s nothing wrong with that, though. If you want an ultra-sharp f/2.8 zoom on a full-frame sensor, there is no free lunch. If you want to save tons of weight and space, get a 1.5x sensor and dedicated 1.5x zooms. (Too bad there’s no f/2.8 zooms for that system yet either, and the Sigma 18-35 1.8 DC isn’t available in the Sony E mount IIRC…)

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    • Austin Swenson

      I agree matt, if you want the good stuff, you have to pay the price in more than a few ways, and you know, I don’t even really mind the weight

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    • Alexander Europa

      Indeed, you can’t overcome physics. Full frame mirrorless cameras with quality, fast glass are going to be roughly the same size and weight as current full frame DSLRs. I agree with Austin that the plan was the release lightweight gear to get people invested in the system and now they’re releasing the f/2.8 gear.

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  3. Patrick Shipstad

    Please let this be true! I have the F4 and that is just not fast enough. I’ll take a bit more weight or size for the upgrade.. Fingers crossed! :-)

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    • Austin Swenson

      Do you have focusing issues in low light with yours? I don’t know if mine is a bad copy or not, but mine just isn’t great at all in lower light.

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    • Nime Cloud

      Sony A77 + SAL1650f/2.8 is better than Sony A7M2 + Zeiss 2470f/4 at indoor use. Yes! Mirrorless equipment is slow.

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    • Anthony Thurston

      The Zeiss 24-70mm F/4 is hardly the best option when you are considering fast AF lenses on the A7 system. In fact, I would personally rate that as one of the WORST lenses even available for the system, so saying it doesn’t do well isn’t saying much. That said, the A7 II can struggle in lower light conditions. Its newer brother, the A7R II solved that issue though.

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    • Patrick Shipstad

      I don’t think my 24-70 has hunted too much with slight low light.. but I haven’t done any really dark night photography with it. My issue with it (as with many lenses) it that it’s not it’s sharpest wide open, so if i need to stop down to 5.6 or 8 to find the sweet spot.. that’s usually not where I want to be in my focal length and of course that means higher ISOs to accommodate that F stop. A 2.8 would be a lot nicer, but I’d have to see the price.

      Like so many others, I was hugely disappointed in the real world performance of the focusing of Canon lenses on the A7II. Which led me back to these very expensive and kinda “meh” Sony native lenses. The A7RII sounds a lot more promising with Canon glass (which I mostly own) so if after seeing more examples that it really does work with a good adaptor, I guess I could sell my A7II and 24-70, get out of the Sony lens system and get back to my Canons lenses with the A7RII.. then I’ll be doing a little happy dance :-)

      Oh wait, that’s gonna cost a ton to do that.. then in 6 months something better will come out.. grrrr.

      #lamefirstworldproblems :-P

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